A brand reputation audit is a staple process for every business, a big corporate, start-up or SME. They can read the room and see if they’re far off or aligning to their goals. For example, if the goals are in the best interest of their clients/audience.

In simple terms, a brand reputation audit process is gathering and analysing information from different sources, and we will mention them in a moment. With the introduction big data and tools to break it down, what it means is businesses are now growing and managing their online and offline brand reputation.

Many sources create a brand’s reputation. It starts from positive and negative feedback or reviews, analytics insights to responding to trends, competitors etc. The brand reputation audit, therefore, provides structure and focus around assessing and mapping a brand and helps define the basics of brand building.

Furthermore, this brand reputation audit exercise helps take inventory of the current status of a brand. At the same time, ways to bring clarity to corporate communications. Social listening has proven to be a powerful marketing tool monitoring brand social networks performance and keeping online brand reputation healthy.

Let’s get started on your brand reputation audit!

In the first place, examine your current brand

1. Brand strategy —  examine your company’s business and marketing plans. Measure it against what your brand seeks to represent. Read more on the signs that show your reputation management brand strategy is working here
2. Brand communications – look at messages across all your brand platforms, if customer touchpoints are consistent, relevance, clarity and alignment to needs.
3. Brand positioning – examine how your brand is different from its competitors.  Where and how it sits in customers minds?

Take a reality audit by looking at external factors vital to your brand’s success.

Whether what you are communicating is in line with your brand value proposition? The customers are the key players at the stage. An in-depth customer satisfaction analysis is needed to gather customer feedback through surveys and focus groups. Looking at what their customers think about their products or services, their brand, and their customer support which will help improve products strategically, optimize user experience, and deliver exactly what the market demands.

Conduct a competitive analysis.

Ask these questions when choosing competitors:

1. What brands do your customers engage?
2. Who do you think is best in class for branding in your industry?
3. Which brand do you aspire to be at the same level with someday?
4. Why is the brand attractive?

Do a SWOT analysis of your competitors messaging, platforms, and how they use different brand elements.

Put the insights to work

After the collection of data from the brand reputation audit, the last step is using the insights to stay abreast of the current reputation of your brand. Whether you will need a brand refresh or a complete rebranding in line with your customer’s needs to gain a competitive advantage?

Sources: MaRS and Vincentgoh.com

Munashe Irene Chakaonda is a Content Executive at Magna Carta Reputation Management Consultants. To learn more about how we can help your brand’s reputation, contact us today.